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I would guess we’ve all witnessed it. A business owner or marketing decision maker who can’t pull the trigger when it comes to marketing tactics.
Something about the piece (be it a website, brochure or direct mail piece, etc.) is off for them. Often, they can’t even tell you what’s off, just that something is. "it’s just not quite right," they’ll say with a rueful smile. And so the team tries again — revision after revision.
What was that sound? It was the window of opportunity slamming shut. In many cases, the piece never gets completed and marketing dollars slowly swirl down the drain.
And your prospects and customers wonder why you’re ignoring them.
Pretty darn good trumps perfect every time, if it means you get to market faster (or at all) with your message.
Next time you feel your team (or yourself) begin to stall a project because perfection paralysis is taking hold, ask yourself these questions:
- Does it clearly communicate our key message? (no more than 2-3)
- Does it offer some response opportunity? (website, e-mail, phone number, etc.)
- Does it protect and respect our brand promise and look/feel?
- Is it error-free? (typos, grammar etc.)
If you can answer yes to all 4 — give yourself 24 hours to futz with it if you want and then get it out the door.
Perfect or not.